Exhibition of charm and sexuality: When advertising massacre branding image!!!

Joanna PAYET

Jémina DACIEN

Mélanie THELLIEZ

Laetitia RODRIGUES

FORFOR

I- Problem statement:

Birth or AUBADE: 1968In 1968, that AUBADE launches its first advertising

campain.

The slogan: « for these moments of

tenderness, Aubade, your

discret accomplice ».

Creation AUBADE’s lessons :1992

Since 1992, Aubade inaugurate a new advertising compain who

dispenses « Lessons of seduction » but thongue-in cheek.

Lesson n°28:To set an ambush Lesson n° 84:

Poison his existence

Creation AUBADE’s lessons:1992

Lesson n°85:Precipitate its

downfall

Lesson n°52Strengthen ties

Lesson n° 73:To reveal the use of

his senses

From new to nude:2008

But comes a time when this advertising compain has less and less effect on

consumers. So Aubade will suprise by the new, daring a particulare style of

Nude, keeping the lessons.

Lesson n°2:Test his resistances

Lesson n°1:To reveal a secret

Lesson n°3:Amuse oneself

whith no

From new to nude:2008

Negative consequences of this campain:

This new advertising compain didn't have the

same effect as that of 1992 .

Indeed,it’s provoked a scandal…

II- Objectives of the compaign:

To censure advertising even if we have paid the compain for 4 month We prefer lose money and revive a new advertising.

To apologize for this advertising to the public: we never supposed that these pictures could schock.

Send apologizes to ours subscribers with gift token and discounts

Send a excuses’ newsletter and a mailing for our data base

III- Audience analysis:

Last Aubade’s campaign caused effects on several category of people :

Women : shocked and disappointed

Men : have many accidents

Children : harmful for them

IV- Actions recommanded:

Front of this scandal and the fall of the turnover, we decided to react in order to promote Aubade’s image and to restore Women’s Humanity.

That’s why, we decided to change the publicity agency and develop a new advertising . In fact, we are going to do a poll because we want to know your opinion about our new campaignYour opinion are important for us: Aubade is for you.

With this new compaign :

We want to erase the present compaignWe want to show that all women can wear AubadeDont’ mind her age, physical, skin, profesional activity…

Create buzz on our new website in order to urge people to see the new compaign

Former compaign:Former compaign:

Present compaign:

Lesson 32: Conduce to meditate

Present compaign:

New compaign:

Lesson 80: Remain attractive

Lesson 81: Generate his emotions

New compaign:

Lesson 79: Be yourself

Lesson 83:Be mother, be nice

V- Communication media

Above the line

MAGAZINE

Lesson 83:Be mother, be nice

Double page

Show our new compaign in women’s magazines in order to :

• Catch the target• Conduce to buy

Press magazin its an important support because lots of people buy magazine. Its a big impact on our target

BILLPOSTING

Bills are the most important support in our compaign because ratio activity is very large:

« All people see our advertising » 

Below the line

Internet

INTERNET

MINI WEBSITE

Makeover of the website and a new address:More attractive and modern start page with new pictures

Present the new compaign

www.aubade.net : This new address should particularly target the Europeans and senbilized them

VI-Press release

« We are very apologize for this compaign, we didn’t want to shock people. This compaign its just a new trend for our society,, for catch people which are more and more submerge by ads.

So, in order to erase this compaign, and to give you a better brands’ image, we have take a new communication axis; With this slogan:

«  Seduction it’s for all women »

We hope that this campagain will be support by you ( the media) and people…

Thank you! »

Thank you for your attention!!!